Critical Evaluation: “Marketing Does More Harm to Society Than Good”
Nottingham University Business School
MBA Programme
Critical Evaluation:
“Marketing does more harm to society than good”
Kevin Stefan Ngo (010062)
Module Title: N14M04 – Marketing
Professor: Dr. Khong Kok Wei
Word Count: 2,155 (Body Only)
Table of Contents
1. Purpose 3
2. Introduction to Marketing 4
3. Harm of Marketing to Society 5
3.1 Criticism of Marketing in the 1950s 5
3.2 Modern Criticism of Marketing - Branding 6
4. Benefit of Marketing to Society 8
4.1 Product Improvement 8
4.2 Pricing, Distribution and Communication 9
5. Conclusion 10
6. Bibliography 12
1. Purpose
The purpose of this paper is to critically evaluate the statement; “Marketing does more harm to society than good” This is done by outlining why the statement is made and then to present arguments for the relevance of marketing in society.
2. Introduction to Marketing
Marketing has been a foundational study for many business schools since the 1950s and the practice has flourished internationally due to marketing’s universal concept of achieving value for the business firms and its customers. During the 1950s a management expert named Peter Drucker lead the development of the “marketing concept”, which asserted that firms must create value for customers and see the business from the customer’s point of view. This concept of “customer orientation” depends on all functional groups of the firm to adopt this type of management thinking (Drucker, 1954). Then in 2008 the American Marketing Association defined marketing as “an organization function and a set of processes for creating, communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
3. Harm of Marketing to Society
In the 1950s the role of marketers in society was directly criticized by two commentators, Vance Packard and Kenneth Galbraith, who viewed the practice as immoral and self-seeking.
MBA Programme
Critical Evaluation:
“Marketing does more harm to society than good”
Kevin Stefan Ngo (010062)
Module Title: N14M04 – Marketing
Professor: Dr. Khong Kok Wei
Word Count: 2,155 (Body Only)
Table of Contents
1. Purpose 3
2. Introduction to Marketing 4
3. Harm of Marketing to Society 5
3.1 Criticism of Marketing in the 1950s 5
3.2 Modern Criticism of Marketing - Branding 6
4. Benefit of Marketing to Society 8
4.1 Product Improvement 8
4.2 Pricing, Distribution and Communication 9
5. Conclusion 10
6. Bibliography 12
1. Purpose
The purpose of this paper is to critically evaluate the statement; “Marketing does more harm to society than good” This is done by outlining why the statement is made and then to present arguments for the relevance of marketing in society.
2. Introduction to Marketing
Marketing has been a foundational study for many business schools since the 1950s and the practice has flourished internationally due to marketing’s universal concept of achieving value for the business firms and its customers. During the 1950s a management expert named Peter Drucker lead the development of the “marketing concept”, which asserted that firms must create value for customers and see the business from the customer’s point of view. This concept of “customer orientation” depends on all functional groups of the firm to adopt this type of management thinking (Drucker, 1954). Then in 2008 the American Marketing Association defined marketing as “an organization function and a set of processes for creating, communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
3. Harm of Marketing to Society
In the 1950s the role of marketers in society was directly criticized by two commentators, Vance Packard and Kenneth Galbraith, who viewed the practice as immoral and self-seeking.
Bibliography: